Following the sudden disruptions of the pandemic, people emerged in 2021 with a realisation that some changes weren’t temporary after all. This prompted a sense of introspection and a reevaluation of their values and lifestyle choices. As a result, they looked for more comfort and ease in their lives, and shifted their focus to the things that matter most to them.
As people get used to ongoing and constant change, they’re reexamining their previous choices, once-familiar ways of life, and the comfort of established routines.
A recent survey found half of APAC consumers7 said the pandemic inspired them to reevaluate what was important to them, particularly when it came to their approach to finance, desire to spend more time with loved ones, and a stronger drive towards self-care.
From everyday upgrades to major life decisions, searches are showing that people are assessing whether their life choices align with their values. An example of this shift is the “Great Resignation,” a global trend that’s seen a significant number of people leaving their jobs voluntarily.
Brands can benefit from observing these shifts in life priorities, as the changing core values and priorities of people are often a strong indicator of how they will behave as consumers. The brands that realise, acknowledge, and respond to these trends will be better positioned to gain, and retain, consumers. But businesses should also consider how they can prioritise employee satisfaction and wellbeing if they wish to continue attracting and retaining top talent.
As people spring-clean their lives, there’s a window of opportunity for businesses to reconnect and convince. How can you persuade your customers and employees to continue to make your brand a part of their new lives? How will you show the value your brand can bring to their newfound priorities?
Acceptance of a blended life
Even as pandemic restrictions ease, our new blended way of living seems likely to remain. According to Accenture,8 APAC is more ready than other regions to adopt a hybrid working model, and people are using the move to remote work as a catalyst for home, and home-life, improvement.
Reevaluation of finances
People are changing the way they look at their finances, and many Australians and New Zealanders have saved more during the pandemic than ever before. Some looked to invest their savings, while others searched on Google for deals, discounts, and ways to stretch their dollar.
Introspection and valuing quality time with loved ones
People are reconsidering what matters most, and making more time for themselves, and their loved ones.
Searches show that people are emerging from the pandemic with updated priorities, whether through reactive behaviours and short-term solutions or a greater acceptance of our new blended lives. As people reevaluate their choices, brands and businesses should consider how they show their value (and values) to both customers and employees.
“The next decade will be defined by a state of accelerated disruption. In order to enable people in the region to achieve better, more equitable outcomes in the face of increasing disruptions, businesses need to stay curious and cultivate a desire to understand what works and, more importantly, what doesn’t, to uncover and refine an understanding of users’ true needs.”
Today, as shoppers look for the brands that best align with what they need and value, up to 75% are buying from newly discovered brands rather than familiar ones.9 As consumers look to be empowered and confident about their purchase decisions, Google Search ranks as a top touchpoint for providing them with relevant and helpful information.
Tap into the power of Google Search and automation to grow your brand’s discoverability.
Fifteen percent of queries every day are brand new searches.10 By broadening your keyword match type to Broad Match with Smart Bidding, you can automatically adjust your campaigns to capture the different ways consumers are looking for your products, and act on new opportunities as they arise.
When consumers research, they don’t always have a specific product in mind yet. Responsive Search Ads can put your product in the spotlight with personalised, relevant ads for every shopper.
Australian telecommunications and technology company, Telstra, leveraged Broad Match to expand its generic Google Search keyword strategy. By opting into the Broad Match recommendations, Telstra successfully increased online orders by 29% and decreased cost per online order by 16%.
Create data-driven marketing cycles to keep up with evolving needs.
An adaptable advertising strategy allows you to act on what matters most to consumers in the moment, and adopt a test and learn approach for sustainable optimisation.
Use Google Trends to inform your strategy with local and global search trends.
Use the new Insights Page in Google Ads to forecast and capture demand with insights tailored to your business, and identify product growth opportunities.
Get inspired by APAC industry leaders who share how an experimental approach helps their marketing strategies stay data-driven and agile, and turn uncertainty into business growth opportunities.
Consider owned, direct-to-consumer channels (a brand.com and app property) that will help you build a bespoke brand presence and experience and showcase your values and offerings without compromise. These channels also give you the freedom to experiment and evolve your platforms to stand out even more.
During times of reevaluation and change, attracting and retaining top talent becomes essential to ensure sustainable business growth.
Consider how you can prioritise diversity and inclusiveness to help attract and retain top talent, as well as increase innovation and profitability.
Recognise the importance of purpose beyond pay by nurturing your employees as internal stakeholders and representatives of your brand.
In May 2021, retailer PetCulture launched an online petition campaigning for ‘pet-ernity’ policies to be introduced in workplaces across Australia. According to the brand, 81% of Australian pet owners want more flexibility at work to help them care for their pets, with 61% agreeing that their workplaces don’t offer enough support.
